Social Content Marketing | Online Video | Online Activation |Website Development| Interactive OOH
“This digital-first O2O campaign demonstrates an innovative form of an advertising campaign that straddles throughout the whole consumer decision journey, from head to toe. ”
SHISEIDO is famous as a skincare brand.
The company also produces high-quality anti-UV products for skin protection.
The task of this campaign is to position SHISEIDO as an expert in not only skincare but also suncare.
This digital-first O2O campaign stretched across media platforms, including an interactive outdoor, online video, native advertisings in a portal's weather channel, programmatic online display ads, social media content, and campaign website.
The Suncare 360 Content Hub
To own the conversation about suncare, we produced 50 educational suncare tips with animated images.
We carefully segmented our target audience in 9 groups and tailored the suncare tips for the respective advertising targets.
The campaign was anchored on the SHISEIDO Suncare 360 content hub, hosting the knowledge-based content in one spot.
Online Survey
The content hub also played a role as not only a landing page for all digital ads but also an online survey platform to help our customers to evaluate their UV risk level.
By merely answering a few questions, the online visitors could redeem a digital coupon to collect a product sample at the SHISEIDO stores.
The Interactive OOH
Distributing samples to consumers trying out the product is an essential promotional tactic for most skincare brands.
To further own the conversation about suncare in the market, we produced an interactive bus shelter with a sampling wall.
The interactive OOH was located in Causeway Bay and Tsim Sha Tsui, two of the highest traffic shopping areas in Hong Kong. Whenever the real-time UV index reaching a certain high level, the shelter panel would be unlocked, and pedestrians could collect the redemption cards.
There are 50 variations of redemption cards, each with a different suncare tip printed on it. Then they could redeem a sample pack at the SHISEIDO counter nearby.